Marvel gave retailers a first look Wednesday at Licensing Expo 2015 in Las Vegas, with categories including apparel, accessories, footwear, core toys, sporting goods, consumer electronics, seasonal, costumes, party goods, stationery, food, home furnishings and collectibles.
Hasbro, Lego, Funko, Hot Wheels, Rubies, Mad Engine, C-Life, Jay Franco, Global Brand Group, Kellogg’s, Hallmark and American Greetings have signed on. The show will exhibit finished art and initial renditions of products, which will began landing on store shelves about eight weeks prior to the May 6 opening.
Paul Gitter, senior VP of licensing for Marvel at Disney Consumer Products, told Variety that the overall campaign will build on the success of licensed products for “Age of Ultron.”
“We’ll see an extension mixing in new characters with new skills,” he added. “There will also be a big focus on adult female apparel.”
“Captain America: Civil War” opens May 6 with Chris Evans as Steve Rogers/Captain America along with Robert Downey Jr., Scarlett Johansson, Sebastian Stan, Anthony Mackie, Emily Vancamp, Don Cheadle, Jeremy Renner, Chadwick Boseman, Paul Bettany, Elizabeth Olsen, Paul Rudd, Frank Grillo, William Hurt and Daniel Bruhl.
The campaign will feature a celebration of Captain America’s 75th anniversary that will be limited to higher-end retailers. There will also be focus on newer characters War Machine, Falcon, Vision, Black Widow and Black Panther; and an expansion into healthy living and travel.
“The Avengers team is both aspirational and hugely merchandisable, made up of multiple, unique heroes coming together with amazing skills, cool vehicles and a high tech headquarters,” Gitter said. “‘Captain America: Civil War’ not only gives us new storytelling for our favorite superheroes, but also introduces new ones allowing us to expand product lines for kids and fans.”
The storyline in “Captain America: Civil War” picks up where “Avengers: Age of Ultron” left off as Steve Rogers leads the new team of Avengers. The film is directed by the brother team of Anthony and Joe Russo from a screenplay by Christopher Markus and Stephen McFeely.